What is it you do, dear?

Sue Roberts, board director, Clarion Communications

I sometimes envy teachers and doctors, not because I’d particularly like to work in either profession - although a teacher’s holiday allowance would be nice - but purely to avoid the awkward conversation that follows the inevitable dinner party question, “what exactly do you do?”. Once the general guffaw about daily quaffing of champagne has passed, how do you explain in a nutshell the colourful and varied life of a PRO?
No, it’s not advertising, and no, I’m not Max Clifford - and there IS actually an art to developing a campaign to encourage the masses to eat more bread for breakfast. But the art to packaging it up to be dinner party digestible is even harder.